Helge Bruhn (L) and Phil, who didn't give his last name, camp ahead of the September 19 release of the iPhone 6 and iPhone 6 Plus, in front of an Apple Store at Kuerfuerstendamm boulevard in Berlin September 16, 2014. Both men have camped since September 13 outside the store to be the first customers to buy the iPhone 6 when it's available. REUTERS/Fabrizio BenschREUTERS/Fabrizio Bensch

America's iconic technology giants Apple and Google, for the first time, are set to lock horns this month as they are gear up to launch the new generation flagship iPhones and Nexus series smartphones in September.

Apple iPhone 6S series are confirmed to hit US stores at 8:00 a.m. local time on Friday, (25 September) via AT&T, Sprint, T-Mobile, Verizon Wireless and additional carriers as well as select Apple Authorized Resellers. Beside the United States of America, the company is also slated to release iPhone 6S series in Australia, Canada, China, France, Germany, Hong Kong, Japan, New Zealand, Puerto Rico, Singapore and the UK.

We have already started seeing Apple fan boys/girls and even an iPad mounted robot (in Sydney, Australia) lining up at Apple retails stores across the world.

The Cupertino based company has always succeeded in outnumbering previous year's unit sales and some market analysts predict that this year things will be no different.

However, this year there are good chances of Google playing spoil sport for the Cupertino company, as the search engine giant is hosting a launch event in San Francisco on 29 September. Numerous reports have indicated that the company in all probability will unveil two new flagship vanilla Android phones – a 5.2-inch LG Nexus 5X and 5.7-inch based Huawei Nexus 6P.

Since the Google launch event is less than a week away, some buyers might put their Apple iPhone 6S series purchase plans on hold for a while. They will probably wait and see what Google has in store for them next week and then make an informed decision on whether to go for Apple device or a Google branded Android phone.

Last three Nexus phones from Google debuted in October or early November. First generation Nexus One got launched in January (2010) and its successor was unveiled in December (2010). This year, Google for the first time is set to launch new phones in September.

We believe this is a bold move by the Mountain View company to take on Apple head-on, unlike its OEM (Original Equipment Manufacturers) partner Samsung, who advanced its flagship Galaxy Note 5 launch by a month.

This is the first time since 2011 that Samsung has strayed off from a September launch and opted for August. It was widely reported that the South Korean company advanced the devices' launch to August so that the Galaxy Note 5 reaches stores early.

But Apple seemingly unperturbed by the rivals' strategy has chosen to stick to its annual device launch in September.

Google and Samsung are the most recognisable brands in the world, and both might have their own reasons behind the changing of the release dates of their devices. But whose move will pay off? Only time will tell.

Apple iPhone 6S (4.7-inch) and 6S Plus (5.5-inch):

Except the battery capacity, both the new iPhones come with identical hardware such as more durable 7000 series Aluminum casing, Apple's proprietary dual-core A9 SoC (System on Chip), 2GB RAM, 12mp main camera with 4K video recording ability and a 5mp front snapper with selfie software.

The Huawei made 5.7-inch Nexus smartphone, understood to be the sequel of the Motorola Nexus 6 (2014), is expected to boast metal frame with square-shaped finger-print sensor on the rear-side. It is said to feature design language similar to company's recently unveiled Mate S.

Unlike Huawei Nexus 6 (2015), LG's Nexus 5 (2015) is said to be a less expensive vanilla Android phone. It is expected to sport 5.2-inch full HD (1920x1080p) display, Qualcomm Snapdragon 808 processor backed by 3GB RAM, 16GB/32GB inbuilt storage, Type-C USB port and a 2700 mAh battery. It is also expected to house 12.3mp main camera on the rear-side and 5mp snapper in the front.